Google is gradually shifting its core search experience towards AI Mode, hinting at a major change in how billions of people will interact with Search.
Quick Summary – TLDR:
- Google is testing making AI Mode the default interface in Search, as part of a wider push to integrate AI more deeply.
- Users will soon be able to set AI Mode as default manually, changing the traditional search experience.
- AI Mode delivers advanced, summarised, and visual results using generative AI and LLMs.
- Concerns remain about how this shift could impact publishers, SEO professionals, and digital advertising.
What Happened?
In a recent exchange on X (formerly Twitter), Logan Kilpatrick, the lead product manager for Google’s AI products, responded with a confident “soon” when asked whether AI Mode would become the default experience on Google Search. That statement sparked a wave of speculation and excitement across the tech community. However, within days, Robby Stein, Google Search’s VP of Product, clarified that while AI Mode won’t become the default for everyone just yet, Google is working to make it significantly easier to access for those who prefer it.
soon : )
— Logan Kilpatrick (@OfficialLoganK) September 5, 2025
Google AI Mode Is Getting Closer to the Spotlight
Google has already made moves to highlight AI Mode by launching a direct shortcut at google.com/ai, which immediately opens the AI-powered search interface. This replaces the need to manually click into the AI tab from the regular search homepage.
AI Mode is currently available in 180 countries, following a wider rollout that included the US, UK, and India. Although not everyone will see AI Mode by default, users will soon have the option to make it their preferred search method.
Some of the features of Google AI Mode include:
- Answering complex queries with multi-step reasoning
- Summarising data and webpages
- Creating tables, charts, and visual responses
- Processing text, voice, and images
- Offering follow-up conversational responses
These capabilities stem from its use of large language models and a process called “query fan-out”, where the system issues multiple related searches simultaneously and compiles a richer, more detailed response than a typical search could provide.
What It Means for Publishers and SEO
While AI Mode is designed to provide faster and more comprehensive answers, it has raised significant concerns among publishers and digital marketers. Independent research by Pew suggests that AI summaries lead to fewer clicks on traditional web links, which could dramatically reduce traffic to news websites and blogs.
This is especially problematic because Google doesn’t compensate publishers when it pulls information into its AI summaries. Instead, the company argues that AI Mode actually delivers more “quality” traffic, though it has not released data to back up that claim.
SEO experts are also closely watching how these changes will affect search rankings, visibility, and ad placements. Google has started testing ads in AI Mode and is working on new monetization strategies, but many in the industry fear that AI-first results may sideline organic listings altogether.
The Messaging from Google Is Still Evolving
Despite initial excitement, Google has since walked back the idea that AI Mode will become the default for all users any time soon. Robby Stein clarified, “we’re focusing on making it easy to access AI Mode for those who want it.” This suggests that Google is moving cautiously, likely to avoid disrupting user behavior or harming its advertising model too quickly.
wouldn’t read too much into this. we’re focusing on making it easy to access AI Mode for those who want it
— Robby Stein (@rmstein) September 7, 2025
Still, the direction is clear. Google is prioritizing AI-first experiences, and the tools are being set in place for users to adopt it more widely. Some speculate a full transition could happen in 2026 or beyond.
SQ Magazine Takeaway
Honestly, this shift is huge. As someone who lives and breathes tech news, I see this not just as a product update but as a fundamental change in how we’ll search the web. If Google continues down this road, everything from how we click to how websites are built could change. And while I’m excited about the speed and intelligence AI Mode offers, I can’t ignore the ripple effect it might have on content creators and the open web. We need more transparency, more options, and a real conversation about how this new model affects everyone.
